Guerrillas know that one of the most effective tactics in their marketing arsenal is a public relations game plan. Yet many small business owners are hesitant to utilize public relations as a marketing tool. In terms of efficiency and affordability, it's one of the best communications weapons available to any business.

Good PR is strong and focused and an effective method of communication. Great PR is a state of mind -- an attitude. You must believe in it, and apply it with discipline and determination. PR is a marketing weapon that expands over time. One-shot efforts are a waste of time and money.

The emphasis of your PR strategy should be directed towards the media. Your goal is to generate media attention. To accomplish this, call and request the media calendars of trade journals and local press. Submit stories that fit the topics they have already mapped out. If you are sending an unsolicited press release or announcement, make sure you have something newsworthy to report-- for example, a grand opening, new product, expanded service, or soaring sales figures. Resist the urge to exaggerate and try to be fair and honest in your press releases. Be clear and to the point.

Media relations requires time and perseverance as well as an consideration and respect for the pressures and deadlines that reporters face. Endeavor to form a good working relationship with members of the press whose beat is relevant to your business. First invite them to breakfast or lunch. Then you can establish and maintain a correspondence. Be willing to provide expert advice and offer your services as an industry source. Take a proactive approach and try to generate story ideas.

Pay special attention to "new product" features: One thing that all industry trade press have in common is their search for new products to feature. If you have a new product or service, send a press release with pertinent information, including photos if available.

Here are a few more PR tactics that can help get your company or products recognition and acceptance:

1) Take on pro bono assignments:

Offer to you donate your time to civic and charitable organizations. Seek those assignments and serve those organizations that have high visibility in the local business community.

2) Enter industry award programs:

Award programs within your specific industry can get you recognition as well as media coverage. Winning awards is a clear indicator of talent and leadership, and it's the one area where Guerrillas can beat larger competitors.

3) Hit the lecture circuit:

If you are comfortable speaking publicly, offer your to trade, industry and community groups. Be prepared to give at least one speech a month. If you feel uncomfortable behind the podium, seek speech training from a professional firm.

4) Hire a PR firm:

If you can fit it into your budget, you’ll find that experienced, independent PR advisors have media contacts and experience producing polished press materials. They can get you and your company mentions in the press and get you placed as a speaker at seminars and conferences.

Most PR efforts take time to build, whether it's seeking awareness or introducing a new product. Public relations is a discipline that will pay off over time, but you have to be willing to persevere. Constant and consistent action is essential; scattered activity is wasteful.